CODES IN SEMIOMARKETING

Many
coherent and integrated signs form a code. The most
used codes are the following:

Proxemic codes are codes related to position of objects in
space. For instance, having a lot of objects scattered on your writing desk
send an idea of disorder and confusion. The same objects placed in your writing
desk in good order send an idea of reliability, order, cleanliness and safety.

Kinetic codes are codes related to the
movements of elements in space. For instance, many people running fast can send
an idea of danger, the same people walking may send an idea of ordered movement.

Mimetic codes are the codes of facial expressions. The
movement of facial muscles makes a face happy, sad or angry, serious or funny,
shy or determined.

Gestural codes are the codes of body’s movements. For instance,
keeping your arms crossed sends a message of closing, while keeping them open
instead sends a message of acceptance and warmth.

Furniture codes
are the codes of furniture. A modern furniture can send an idea of
rigor, minimalism, ergonomics and simplicity. Antique furniture can send an
idea of authenticity, tradition, warmth and comfort.

Architecture codes are the codes of building. There is a difference
between an apartment and a church, or between a school and a villa with a pool.
Every building wants to send a different feeling.

Hairstyle codes are the codes of coiffure and headdress. For
instance, coloring your hair purple or green sends a message of transgression,
whereas having your hair clean, bright and in good order sends an idea of
cleanliness and reliability.

Clothes codes are used to send a lot of messages. A dress
can be a symbol of elegance or transgression, of sensuality or can send the
idea of a jaunty air.

Luxury codes
are the codes of precious objects. A modern jewel can send an idea of
rigor, minimalism. Antique jewels can send an idea of authenticity and
tradition.

Some
codes are very useful in understanding the time
or the place where the scene is set.